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Bizmaestros'22 Case, Final Round

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ENGAGEMENT PLATFORM
CRAFTING BRANDS FOR LIFE
WHAT IS
CONSUMER ENGAGEMENT MARKETING?
Consumer Engagement marketing describes
a strategic approach that engages the
consu...
WHY USE
CONSUMER ENGAGEMENT MARKETING?
Today’s advertising can be overwhelming for consumers, as they are subjected to
adv...
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Bizmaestros'22 Case, Final Round

  1. 1. ENGAGEMENT PLATFORM CRAFTING BRANDS FOR LIFE
  2. 2. WHAT IS CONSUMER ENGAGEMENT MARKETING? Consumer Engagement marketing describes a strategic approach that engages the consumers themselves and invites them to participate in the evolution of a brand with the aim of building brand equity. Here, consumers should be actively involved in the co-creation of marketing programs, developing a long-lasting relationship with the brand. When designing such engagement strategies, in order to achieve the right outcome, these must be kept in mind: FUNDAMENTALS OF CONSUMER ENGAGEMENT MARKETING Establish a clear brand voice Find the relevant and right platform in alignment with the brand’s purpose Keep consumer engagement at the core Optimize and scale as required Page 1 of 22
  3. 3. WHY USE CONSUMER ENGAGEMENT MARKETING? Today’s advertising can be overwhelming for consumers, as they are subjected to advertisement messages from hundreds of brands, in which particular brands need to work very hard with traditional advertising to stand out. This obviously creates a problem for brands. However, we must keep in mind that just because people don’t recall ads doesn’t imply that they are not making purchases. That means we must reach potential buyers in unique ways, making them “engage” with the brand. That’s where engagement marketing comes in. Engagements are not just about making a brand known to its potential audience. It is about creating a persona for its products in the minds of the users and helping them form an emotional connection with the brand. Today’s most successful brands aim to engage consumers beyond the transaction. As Unilever Bangladesh, our objective far transcends the necessity of simply selling our products. We look beyond and reach further to do more for our consumers and the society. Hence, Unilever drives its businesses forward bolstered by purpose-driven initiatives and operations. Through establishing engagement platforms, Unilever aims to create long term brand association with consumers with the purpose of the brand at its very core and touching their lives for the better. Page 2 of 22
  4. 4. CLEAR MEN FOOTBALL TOURNAMENT CLEAR aims to empower young people to own their journey to success by building the resilience to overcome their self-doubts and have confidence to defy societal conventions and hence a platform like Clear Men Football Tournament was launched. Like Clear Men Football Tournament, there are many other engagement platforms through which Unilever impacts lives across various age groups, income groups, and geographies. LUX SUPERSTAR Unilever found that the creative and entertainment industries have a significant role to play in shaping judgements about women, because the way women are portrayed in movies or songs ends up influencing how we and society at large think how women should look or behave. This is one of the tension points where judgements come from. Hence to tackle this, Unilever wanted to commit to recognizing and supporting women who rise above judgement and challenge the stereotypes. Thus, the core purpose of Lux lies in inspiring women to rise above everyday societal judgements and express their beauty and femininity unapologetically. Lux Superstar drives this character of the brand; providing women with a platform where they can confidently express their inner beauty while leading the way to accomplishing their aspirations. LUX Superstar, the prestigious beauty pageant that started in 2005 is now one of the largest events in Bangladesh which gives the winner the chance to be the “Bangladesh Face of Lux” and enables many women to build their careers in the media industry. So many prominent faces of the country like Azmeri Haque Badhon, Bidya Sinha Mim, Mehazabien Chowdhury followed their dreams through the platform. LINKING ENGAGEMENT PLATFORMS WITH BRAND PERSONA Page 3 of 22
  5. 5. TRESEMMÉ FASHION WEEK TREsemmé Fashion Week is the largest fashion show of Bangladesh, launched in 2019 with 3-days long event. Unlike other fashion events, which showcases fashion designers work, TFW brings to the forefront what goes behind the scenes, the work of the country’s hairstylists in the backstages, showcasing how TRESemmé equips women to make their presence count. The intent is to drive the brand’s equity and purpose that seeks to solidify the path to a new generation of savvy individuals who also take pride in making their presence felt. CLOSEUP 1 TOMAKEI KHUJCHHEY BANGLADESH Closeup 1 Tomakei Khujchhey Bangladesh, one of the most popular musical reality shows, was highly successful and ran for four seasons, the last of which ended in 2012. Closeup's brand purpose is to inspire people to turn mutual attraction into action, free of self-doubt and the judgment of others, which did not align with the singing talent platform. The underlying goal of any engagement platform is to increase a brand's equity and thus indirectly contribute to sales, which Closeup 1 was not achieving despite being a popular show. Hence, Unilever geared towards producing a platform that aligned perfectly with its purpose - Closeup Kache Ashar Golpo, a collection of brave and unusual love stories which has been running successfully for a while. Page 4 of 22
  6. 6. SETTING THE CONTEXT OF OUR BRANDS Page 5 of 22
  7. 7. Surf Excel has always supported parents in their journey of raising children enriched by playful, fun, and messy experiences of life. Today, these children are growing up in a world where they see environmental and societal concerns all around them. And they want to act. They want to be the change they want to see in the world. Taking social action in big ways and small is becoming more relevant for every age group. As a brand, Surf Excel continues to focus on supporting families to face the new set of issues and challenges that are the most relevant today. Thus, the brand purpose of Surf Excel is: Power up the world’s changemakers to get Dirty for Good. BRAND PURPOSE Active Companion: galvanizing changemakers to get ‘Dirty For Good’. We are optimistic, trusted, empowering, and unwavering. Brand Personality Superior performance, expert stain removal, delivered sustainably. Functional Benefits Freedom to get Dirty For Good, leaving a positive impact on the world and oneself. Emotional Benefits BRAND GUIDELINES People who recognize the importance of freedom to unleash humankinds’ desire to posi - tively impact the world. People We Serve Page 6 of 22
  8. 8. THE DATA AND INFORMATION PROVIDED IN THIS CASE ARE HYPOTHETICAL AND NOT A Laundry category is used by 100% households in Bangladesh. However, premium powders, which have been in the market for almost 3 decades, is used by only 10% households quarterly. Therefore, there is opportunity to significantly upgrade consumers to Premium Laundry like Surf Excel. How can Unilever ignite Surf Excel’s brand purpose of Dirt for Good, sustainably, by creating a brand engagement platform to inspire consumers to associate with the Dirt for Good movement, and thus build brand equity. CURRENT CHALLENGE Page 7 of 22
  9. 9. Clear seeks to inspire people to show the world what they are made of by helping them become resilient, clear anxieties and self-doubts, so they can break out of this negative cycle and have confidence to defy societal conventions. #keepaclearhead #nothingtohide Performance with the attitude of a challenger. Brave, bold & provocative. A leader, not a follower. BRAND PURPOSE Brand Personality We build scalp resilience to end recurring dandruff and scalp problems. Functional Benefits Courage to defy all scrutiny and judgement, so you have the confidence to perform at your best. Emotional Benefits Sustainable Living Commonplace BRAND GUIDELINES Post-millennials (Gen Z/Gen) who want to perform at their best, be noticed & defy conventions boldly. People We Serve Page 8 of 22
  10. 10. The biggest challenge for Clear right now is ‘Losing Relevance of Dandruff’ . Over time, effectiveness against dandruff for CLEAR has been declining while it is increasing for beauty shampoos like Sunsilk, Dove and Clinic Plus. So, the task at hand for CLEAR is to move dandruff sufferers who are using beauty shampoos to CLEAR. CURRENT CHALLENGE Page 9 of 22
  11. 11. Pepsodent as a brand is on a mission to eradicate preventable oral diseases so that everyone can unlock the power of their smile. That is because every smile matters. BRAND PURPOSE Human: We talk to people like people, understand them and engage with them. Positive: We always provide simple and actionable oral care solutions, to keep people's smiles healthy. Reliable: We are a reputable brand that people depend on for our experience and exper - tise in oral care. Brand Personality Pepsodent Germicheck has Pro-Fluoride Complex and Active Micro-calcium that give Maximum Cavity Protection and 10x Stronger Teeth. Functional Benefits Confidence to unlock the power of smile. Emotional Benefits BRAND GUIDELINES Families of all shapes and sizes, who believe that the future holds better opportunities and are invested in bettering the health and lives of themselves and their children. People We Serve Page 10 of 22
  12. 12. CURRENT CHALLENGE Page 11 of 22 Pepsodent has seen a lot of competitive pressure on the market and has been working with a new proposition of cavity protection to bolster brand equity. The current challenge includes how to bring the idea of cavity protection alive that would give Pepsodent a competitive edge in the market, which would result in growth and market share for the brand.
  13. 13. Vaseline believes that skin health is a right, not a privilege which is why Vaseline is set on a mission to give everybody healthy skin to live without limits. Effective on every skin type, age, gender and ethnicity, Vaseline products aim to support and improve the health of skin, so it is more resilient, recovers faster and glows with health. Because healthy skin is beautiful skin. Every time you buy a bottle of Vaseline, you give skin health to others through the Vaseline Healing Project, which helps provide critical skin health care to people who really need it. Vaseline has helped over a million people per year since 2015 and will triple that by 2030. It is not just creating products; it is creating change. So, everybody, everywhere, can step out, step up and live their best, skin-healthy life. Because when your skin can, you can. BRAND PURPOSE Enlightening, Encouraging, Inclusive, Inspirational A source of strength and force for good, who is generous with her knowledge, care, and protection. She brings out the best in others, emboldening them to reach for a better, more beautiful future. Brand Personality Vaseline offers superior products for moisturization that keeps skin healthy and has formulations for specific skin concerns and needs. Vaseline aims to rescue dry skin to its best healthy self. Functional Benefits Confidence to unlock the power of smile. Emotional Benefits BRAND GUIDELINES Page 12 of 22
  14. 14. She is a doer who makes things happen. She is forward-looking and wants to pro- gress-whether it is for herself, her family or community. Having healthy skin makes her feel good about herself and motivates her to keep moving forward. People We Serve The main challenge with Vaseline lies in it being a seasonal product. Because the time frame for using winter products is very low, consumption is low. Moreover, there are proxies in the market that are cheaper and cater to the consumers' moisturization need, making the overall penetration of Vaseline products low. So, Vaseline needs to portray its moisturization quality more comprehensively and simultaneously convert it to a nonseasonal brand. CURRENT CHALLENGE Page 13 of 22
  15. 15. Inspiring women to rise above everyday sexist judgements and express their beauty & femininity unapologetically BRAND PURPOSE We are Feminine and we totally own it. We are Strong. Glamorous, Sassy, and Self Assured. We live a Spirited life and always set the tone. Brand Personality A pampering, indulgent ritual that makes her skin beautiful and fragrant, allowing her to unapologetically focus on her beauty. Functional Benefits Ignites beauty as a positive source of strength. Cultivating a powerful & resilient self-love and self-belief. Emotional Benefits BRAND GUIDELINES Multi-faceted women who put effort and take pleasure int looking and feeling beautiful and express who they are with confidence. They see their femininity as a strength, not a weakness. People We Serve Page 14 of 22
  16. 16. Lux always has been the soap of the stars but with time, it has seen a decline in association with beauty and the essence of aspiration. Hence there is a need to reignite Lux in a modern & engaging way to win in beauty thought leadership. Along with losing the aspiration to use Lux, it is also facing continuous pressure from other beauty players in the market, who are gradually expanding within beauty bar segment. CURRENT CHALLENGE Page 15 of 22
  17. 17. Glow and Lovely (GAL) is a brand whose purpose is to inspire women to have an identity of their own. The brand has worked to remove barriers for women and support their dream careers for decades, and it stands for inclusive, progressive, and safe beauty. GAL has been driving this purpose for decades through its clutter breaking thematic communications, like the engagement platform ‘GAL Careers’ and various on ground activity to inspire and support women in their success journey. BRAND PURPOSE A Personal Trainer who champions the woman's desire to create her own identity by nudging her. Brand Personality GAL's Advanced multivitamins gives you HD glow that is clear skin, more brightness, and a radiant glow. Functional Benefits The glow of my small wins makes me confident to reach bigger ambitions. Emotional Benefits BRAND GUIDELINES Pilots of their own life - young women who are confidently restless in their quest to challenge social conditioning and find their own identity. People We Serve Page 16 of 22
  18. 18. Although GAL has caught up in increasing its brand equity, household penetration and volume share, sales have gone down due to the intervention of competitive brands and increased prices. However, opportunity remains in household penetration gain by building relevance of ‘GLOW’ and making glowing skin an everyday need and establishing the efficacy of GAL to deliver that. CURRENT CHALLENGE Page 17 of 22
  19. 19. Choose through an effective (Carry out surveys if needed) Find the right platform BRAND PURPOSE Emotional Benefits BRAND GUIDELINES Page 18 of 22 Horlicks is on a mission to nourish the potential of every child because Horlicks believes that no child should be left behind due to poor nutrition. Horlicks cares for every child, just like a mother, and strives to ensure that every child gets their daily nutritional require- ments by whatever means but especially through making Horlicks available and affordable for all. Horlicks is an aspirational warm caring mother. She believes that the best care is to build children's abilities to care for themselves. She always ensures that her kids are safe but free enough to learn and fulfil their potential Serving Horlicks makes mums feel reassured that they are doing the very best for their children. The pride and joy in raising their child, as a successful adult. Functional Benefits Horlicks has 23 vital nutrients which help to ensure physical development, enhanced cognitive functions and brain development as well as immunity for children. Brand Personality Horlicks serves caregivers everywhere, very often mums! People We Serve
  20. 20. CURRENT CHALLENGE Page 19 of 22 Being the forerunner of children's nutrition, Horlicks has been a staple in Bangladesh house- holds throughout ages. Overtime, the brand has garnered equity and paved the way for acces- sible nutrition - thereby ensuring its presence in a quarter of the households in the country. However this gain has been led by value packs in lower to middle income consumer segments, while the premium pack formats (Jars) have struggled on a constant basis. Research reveals that the brand has been losing relevance to the higher income consumer segment (the key driver for Jars) as they perceive it to be easily replaceable by regular food. The current percep- tion of Horlicks is that of a taste fixer for milk and at maximum - an occasional nutritional gap fixer, rendering the product as merely discretionary. Hence, there is a need to reignite Horlicks with the objective of driving relevance and thereby win in the premium segment.
  21. 21. CASE CHALLENGE Choose ONE BRANDout of the SEVEN given brands (Surf Excel, Clear, Lux, Pepsodent, GAL, Vaseline, Horlicks) and develop a marketing strategy through an effective engagement platform While devising your solution, you are expected to – Conduct extensive market and consumer research to uncover insights (Carry out surveys if needed) Find the right platform Formulate engagement strategy Find ways to continuously measure KPIs (Key Performance Indicator) Show how the platform solves current issues of the brand Keep in mind the fundamentals of engagement marketing Page 20 of 22
  22. 22. ASSESSMENT CRITERIA DISCLAIMER Criteria Percentage Market and Consumer Insight Creativity of the Solution Strategy and Plan of Action Feasibility (Cost efficiency, scalability, practicality) Brand Relevance Presentation Q&A 20% 20% 20% 10% 10% 5% 15% Total 100% The data and information provided in this case are to be solely used for the purpose of Bizmaestros Finale and should not be quoted or discussed outside the scope mentioned. Page 21 of 22
  23. 23. ROUND 3 SUBMISSION GUIDELINES Round 3 assessment will take place in person and the details will be shared closer to date. Teams will get 15 minutes each to present to the panel + 10 minutes of Q&A. Time checks will be given 5 minutes and 2 minutes before their presentation ends. The slides that will be presented during your presentation need to be submitted in the following process. Presentation Modality Download and solve the case and make your solution in the format of a PowerPoint file. Make sure you embed the fonts while saving the PowerPoint file. There is no slide limit. Make sure to make a PDF version of the PowerPoint file as well. In case there are any videos or a separate excel file you want to showcase separately; you can provide those files as well. Name all your file/ files in the following format - “Team Name_Round 3_BizMaestros 2022”. Upload your file/ files in a Google Drive and change the sharing option to “anyone with this link can view” to ensure we have access to your files. Rename your Google Drive in the same format – “Team Name_Round 3_BizMaestros 2022”. Email the google drive link to EB.ubl@unilever.com keeping the following IDs in cc. 1. Lamia.Hakim@unilever.com 2. Aanisha.Mahmood@unilever.com 3. Mostofa-Rafid.Chowdhury@unilever.com The submission deadline is 19th November 2022 (Saturday), 08:00 PM. All files will be downloaded sharp at 08:00 PM on 19th November 2022. Our downloaded files will be used during your presentation. If any changes are made in the files after this time, it will not be taken into consideration for judgement during the presentation. Submission Instructions Page 22 of 22

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